About
Spreadsheets forwarded over Slack. Deductions no one can trace back to a promotion. Ninety minutes per customer per quarter just to figure out if the account is actually profitable. Natora exists because mid-market brands deserve the same commercial intelligence that billion-dollar companies take for granted.
What We Do
Natora is a customer profitability platform for mid-market CPG brands. We connect deduction management, trade promotion planning, customer investment analytics, and demand forecasting in one system so sales, finance, and operations teams stop reconciling spreadsheets and start making decisions.
We start where the pain is sharpest: retailer deductions. Every deduction matched to its originating promotion. Every mismatch flagged. Every recoverable dollar tracked from dispute to resolution.
From there, the platform builds out to show the full picture: every dollar that touches each customer relationship, from promos and rebates to freight, price concessions, and adjustments, unified into a single profitability view with net profit per case and scenario modeling to plan what changes.
Why This Exists
Trade spend is the second-largest line item for most CPG brands. 15 to 25 percent of gross revenue. For a $55M brand, that’s $8 to $14 million a year flowing through promotions, retailer agreements, and deduction settlements.
Most of that money is managed in spreadsheets, Slack messages, and disconnected ERP exports. Finance teams spend days every month reconciling deductions they can’t trace back to a promotion. Sales teams plan promotions without knowing which ones actually worked. Planning teams build forecasts that don’t account for pipeline deals or trade activity.
The tools that exist today are either enterprise platforms that take six months to implement and cost $200K+, or workflow tools that organize data but don’t surface insight. None of them answer the question operators actually ask: across everything I spend on this customer, am I making money? There’s nothing in between for the brands doing $25M to $150M that need sophistication without the overhead.
That’s what we’re building.
Our Approach
We don’t do twelve-month implementations. We don’t require you to rip out your ERP. We don’t ask you to change how your team operates.
You export your data. We normalize it. You see results the same week.
Our platform works alongside NetSuite, SAP, QuickBooks, SPS Commerce, and whatever spreadsheets your team already uses. We handle the messy data: different SKU names across systems, inconsistent units, missing fields. You don’t have to clean anything before uploading.
Every customer gets hands-on onboarding. We map your SKUs, configure your workflows, and make sure the first insights you see are real and actionable.